Covestro

— Brand creation

In September 2015, Bayer AG successfully launched the IPO for the 11b/year MaterialScience business. Months earlier, in preparation for its sale, a new brand was created.

Key to the ongoing success of the business, was the retention of the highly talented existing staff who prized their membership with Germany’s biggest company. For staff, working for Bayer was something to be proud of, the new brand had to be different, but not lose its heritage or rich history.

At the heart of the new brand was a new roundel to replace the existing monolithic Bayer roundel which represented all business units at Bayer. The Covestro roundel begins its clockwise journey with the Bayer colours — blue and green, then evolves through all colours of the spectrum, symbolising the ubiquity of Covestro made materials.